Heinonen, Kristina; Strandvik, Tore - In: Journal of Services Marketing 29 (2015) 6/7, pp. 472-484
Purpose – The purpose of this paper is to analyze the theoretical and practical implications of adopting customer-dominant logic (CDL) of service, focusing on how firms can become involved in the customers’ context. Design/methodology/approach – Inspired by the conceptual discussion of...